I don't really consider myself an amazing coffee critic. I do enjoy a bean that is flavorful, well roasted (not burnt), not too oily (or air roast), very little oxidation, and freshly ground. Thats not asking too much... right?

So I came across a $12 can of Illy. I do love a good italian roast bean. Espresso done right, can be quite lovely. I've heard raving reviews on Illy and decided to buy some to see what the fuss was about. Sadly... I was left feeling disapointed, and $12 short of amazing. Not impressed at all.

I can't see what makes the price tag. What exactly am I looking for? What makes this coffee so much better that I should be paying twice as much for it, as I do for other brands like Torrefazione Italia Coffee, or even good ol' "starbucks" italian roast?

While Illy does have good beans, they are not worth the price. It's 80% image and name recognition and 20% quality.

You can get a bag of LaVazza that's about 3 times the size of Illy for $15-$18. I've always thought that, while it has a different flavor, these are on par with Illy beans.

Honestly, though, the best way to get coffee is to either roast it yourself or go to your local coffee shop whose espresso you love. From there, ask when they get their fresh roasted beans and purchase those. There's no equivalent to freshly roasted quality beans.

OK, I'm Italian, living in Italy, and I'm disappointed too by Illy
But first, can you tell me more about the can you bought? The weight...? Just to compare to price in Italy (I think in the US cost much more because of custom taxes).
Anyway, if they were beans and you had to grind them, it's very important the way to grind fits the way you're going to make the coffe, finally (American way, with a moka, with an electric espresso machine, etc).
No. 1 for selling in Italy is Lavazza http://www.lavazza.com/default/channel/index_eng.jsp
I personally like the most Lavazza Dek, with both Moka and electric machine.
Lavazza QualitÃ* Rossa is the more common, QualitÃ* Oro is better quality. Cream & Gusto (different kinds) is perhaps the best for moka.
Other brands you may try (among the most common and easy to find, I hope) Splendid and Hag (both now part of Kraft group: Splendid is "original Italian" from Piedmont, Hag was born in Germany, but Italian coffe is made in Italy), Kimbo, Segafredo, Mauro, Chicco d'Oro, Sao and Pellini.

maybe just the name.publicity?
i hear the perfect coffee comes from the way they toast the beans.
it makes sense that it costs much more in the usa.
i envy you that u can buy the hazelnut coffee or french vanilla -the ones you brew!can not find those where i live